Green Options

One of the terrific things about greening a print marketing program is that many of the best practices in marketing today have “green” as a by-product.

Take the example of J. C. Penney, which made marketing headlines today when it announced that it would be discontinuing its semi-annual Big Book catalog after the Fall-Winter 09 season. Over the years, J. C. Penney was finding that its catalog was less a direct selling channel than a way to prime the pump for online sales. Instead of wasting volumes of paper, ink, and coating — not to mention the fossil fuels to deliver the 800-1000-page books — it decided to slim things down.

Laura Kurgan, Chris Jordan, Lorrie Vogel and Assaf Biderman - Pop!Tech 2009 - Camden, ME

In Part One, Lorrie Vogel explained some of the work Nike is doing to increase recycled and organic content in their products. Our conversation continues with discussing how Nike designers are encouraged to use sustainable principles in their work.

SS: You mentioned something about rewarding designers for innovating around sustainability, how does that work?

LV: As with any company centered on innovation, the process begins with Nike’s designers. To influence the designers to make responsible choices, Nike designers are scored against the Considered Index. In order to get new Considered innovations adopted faster, Nike gives innovation points to designers who come up with a brand new idea, as well as to teams who adopt considered innovations in the first year.

SS: And how are employees outside of the design department scored against the Considered Index?

LV: At Nike, there are so many different groups in different matrices, a lot of them are expected to calculate their CO2 footprint. But the Considered Index is primarily for designers.

SS: Sustainability 101 and Step by Natural Step (mentioned in this press release)- are they teaching personal sustainability practices, or teaching employees how to spot opportunities to be more responsible in the choices they make in their jobs?

This impressive footprint is Nike’s Considered Air Jordan XX3, their first basketball shoe designed using the Considered Ethos.

Lorrie Vogel is the general manager of Nike Considered, Nike’s in-house sustainability think tank. She holds a degree in Industrial Design from Syracuse, and numerous patents. Her work in innovating around sustainability has helped put Nike on Fast Company’s Fast 50 list multiple times. Considering how aggressive Nike’s sustainability goals have been, it’s even more impressive that they are on track to meet their targets.

Sustainability is second only to performance when ranking the critical factors of a product. Nike is committed to making their entire collection as environmentally responsible as possible. Lorrie Vogel spoke at the Opportunity Green conference in Los Angeles, explaining some of the ways Nike is meeting these targets. In this phone interview, Lorrie expands on some of the points she touched on in her presentation. The conversation is split into two articles, in order to go deeper into the many changes that need to happen to increase use of recycled and organic materials in apparel and footwear. We begin with a discussion about materials, and conclude with the human element needed to ensure these changes occur in a timely manner.

From Nike: The long-term vision for Considered is to design products that are fully closed loop: produced using the fewest possible materials, designed for easy disassembly while allowing them to be recycled into new product or safely returned to nature at the end of their life. By 2011, 100 percent of footwear will meet baseline Considered standards, apparel by 2015 and equipment by 2020 – creating better performing products while minimizing environmental impact by reducing waste, using environmentally preferred materials and eliminate toxins.

In a move that fairly reeks with symbolism, The U.K. companies Versus Energy and Knowaste have teamed up to build the first diaper recycling plant in England, and it will be located in a region that was once the heart of the Industrial Revolution.  The new recycling plant will power itself with sustainable energy generated from the organic materials recovered from disposable diapers.

Organic waste accounts for only 2% of the materials in “pre-owned” disposable diapers.  What happens to the other 98%?  It will be dried, sterilized, and separated into reusable paper pulp and plastic.  The end use of those materials has not yet been announced but based on Knowaste’s past experience, roof tiles, shoe insoles, wallpaper, plastic “wood,” and industrial thickeners are likely candidates.

Bokashi is a centuries-old Japanese method of recycling household food waste into all-natural compost.  By employing a special culture of yeast and other microorganisms, bokashi is a compact, odorless process that takes only days instead of weeks or months. Now the Bokashicycle company is breaking the process out of the kitchen and into a commercial-scale food waste recycling operation, in partnership with New Earth Farm in Hillsboro, Oregon.

New Earth Farm takes in food scraps from Bon Appetit cafeterias on the nearby Intel Hawthorn Farm campus, which provides a significant waste disposal savings compared to disposing the scraps in landfills.  Waste reduction is one goal, and in an even more sustainable twist the composted soil is used to grow crops for Abundant Harvest, a local consumer-supported agriculture (CSA) store.

Fall is officially here! It’s cool and blustery, and we’ve got cozy fabrics on our minds. What better way to welcome in the lovely changing leaves and chilly weather than with some beautiful recycled felt? Feltwerker, a Chicago fiber artist, offers beautiful recycled wool felt scraps that you can incorporate into your Fall and winter projects!

Have you ever considered what becomes of old cellphones when their owners decide it’s time for a new device? Many sit in junk drawers across America, when they could be giving back to the environment by using it to make new products or generate energy.

This is why for 5 years now I have been leading the charge in North America to inspire, enlighten and to try to convince others to respect the environment.

Did you notice something different on the back pages of The Order of the Phoenix? If you live in the Canadian market, you might. The fifth book in the Harry Potter series has something unusual on its back pages. It’s an environmental audit.

The audit, produced using New Leaf Paper’s Eco Audit Calculator, uses New Leaf EcoBook paper, which uses 100% postconsumer waste. This is something new in the book market, which is normally so sensitive to price.

While the paper does cost more than virgin, these costs are offset by the extreme environmental benefits of switching to paper made with 100% postconsumer fiber. Because virgin paper costs less than recycled papers, the book industry has traditionally gone almost exclusively with virgin stocks. But Scholastic decided to make an environmental statement — a big one.

According to the audit, on the 950,000 print run, this simple switch resulted in a savings of 29,600 trees, 12.4 million gallons of water, 20,300 BTUs of energy, 1.4 million pounds of solid waste, and 2.7 million pounds of greenhouse gases. That’s more than just a drop in the bucket.

Although images of giant coal-fired smokestacks and automobile tailpipes characterize greenhouse gas scenarios, a new report proposes a different way of thinking about it – product policy.  Products and packaging contribute 44% of U.S. greenhouse gas emissions and reduction plans are more likely to succeed if extended producer responsibility (EPR) is made a cornerstone of commerce and environmental policy, the report says.

It’s getting to be almost a cliché here in San Francisco with large music festivals that have either a green backbone or a heck of lot of social justice behind it. Both Outside Lands and Hardly Strictly Bluegrass sit only slightly in the rear view mirror but this weekend we hit the Treasure Island Music Festival to check out the music, happenings and the overall Green flavor.

Considering that several thousand people crammed into the festival space on Treasure Island we think that overall they handled the transportation issue in a pretty Green way. We made our way to the festival via zero-emission Bauer buses that picked most of the masses up at AT&T Park. The only real griping we heard came from East Bay attendees who said that they had to drive or take BART to SF instead of having shuttle buses come to the East Bay as well.

Upon entering the festival we couldn’t help but noticing the Ferris wheel but then after that we spied a pair of decent size solar panels that sat near the entrance. Unfortunately, we couldn’t determine or find anyone who knew what the solar power generated. We’re sure it the energy went toward something beneficial.

“Artists and crafters have always been recyclers, but for many, it has not only become a thrifty choice, it has become a moral imperative. 1000 Ideas for Creative Reuse contains a cutting edge collection of the most inventive work being made with re-used, upcycled, and already existing materials. The work in this book ranges from clever and humble personal accessories to unique and important large-scale works of art, including paper art, fashion, jewelry, housewares, interiors, and installations.”